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The Co-Operative food embarks upon multi-million pound food campaign

The Co-operative Group is poised to launch one of its biggest ever food campaigns, created by its lead agency, TBWAManchester.

BRANDS

The Co-Operative food embarks upon multi-million pound food campaign

The Co-operative Group is poised to launch one of its biggest ever food campaigns, created by its lead agency, TBWAManchester.

The new multi-million pound campaign for The Co-operative Food, is due to be unveiled in January 2011.

It will utilise a broad range of advertising channels including national primetime TV, radio, print, cinema, billboard, online, video on demand and point of sale.

Sean Toal, Commercial Director at The Co-operative Food, says: "We're all very excited by the campaign as it approaches the theme of grocery shopping from a really fresh, honest and passionate prospective. We wanted a campaign that would work across a variety of mediums and that would connect with our customers on a very real level."

Fergus McCallum, CEO of TBWAManchester, says: "As a top five grocery retailer, The Co-operative is in a position to lead the way and prompt new thinking and conversations around shopping. We have created a campaign that we hope will make people think about their shopping habits and will hopefully encourage a change in some fairly deep-rooted behaviour."

TBWAManchester leads the strategic and creative development across The Co-operative Group's food, funerals, travel, pharmacy, motoring and legal services brands.

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